Godrej Expert, the hair colour brand from the house of Godrej Consumer Products Ltd (GCPL), has launched a TVC of its latest innovation in the hair colour category; Godrej Expert Easy 5-minute Hair Colour. The new TVC featuring Sneha and Prasanna has been released in Tamil, Telugu, Malayalam and Kannada languages for the South region.
Through this campaign, Godrej Expert Easy 5-minute Hair Colour aims to create awareness about this new innovative hair colouring solution for consumers, which can eliminate all effort from conventional hair colouring process. It is the perfect solution for the busy time-pressed consumer who is seeking a convenient hair colouring ritual. Shampoo-based hair colouring is a convenient and quick way of hair colouring. Simply pour out the contents on glove hands and apply on dry hair, follow it up with massaging action to cover all greys and wash your hair after five minutes. Godrej Expert Easy 5-minute Hair Colour has a no-ammonia formulation and is enriched with the goodness of amla and shikakai. It adds shine and softness to your hair, while delivering great colour, all in just five minutes.
Conceptualised by Creativeland Asia, the film opens in a living room of a South Indian family where a father and daughter are having a sweet moment. The daughter is sitting on the father’s shoulders, counting his grey hair. The daughter is surprised that the count of the grey hair has increased to 30. The father refrains from colouring his greys as he feels the hair-colouring is a very messy and cumbersome exercise. Just then, the mother, who is watching the conversation from far, steps in and hands over Godrej Expert Easy 5-minute Hair Colour to her husband. He applies it and the TVC signs off with a happy father, who is pleased with the results and the convenience of usage.
Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products Ltd., said, “Conventional hair colouring is a tiresome process and hence people often avoid it. Given the different formats, shampoo-based hair colour format in India has had a dramatic growth in the last four years and one of the main reasons for this shift is the ease of product usage for the busy time-pressed consumer. Through this TVC, we wanted to highlight the convenience of using a shampoo-based hair colouring format which is not only quick but is enriched with the benefits of amla and shikakai.”
Anu Joseph, Chief Creative Officer, Creativeland Asia Group, said, “Godrej Expert understands the conventional man and hence always finds an engaging way to connect with their audience. It always has a certain appeal in its communication, and is constantly looking for topics that are relevant to its users to be associated with.”
Actors Sneha and Prasanna, who are prominent names in the South Indian film industry, are the brand ambassadors for Godrej Expert Easy. The southern region is a key market for Godrej Expert Easy 5-minute Hair Colour.
Client: Godrej Expert
CEO, India and SAARC, Godrej Consumer Products Ltd.: Sunil Kataria
Agency: Creativeland Asia
Chief Creative Officer, Creativeland Asia Group: Anu Joseph